Under Armour was launching their biggest brand initiative ever, and they turned to Firstborn to bring their "I WILL" mantra to life in the digital space. The integrated work includes a dynamic HTML-based site, a social campaign with companion microsite and online media units. The goal was to raise awareness for UA‚s innovative new product line, directly engage consumers and drive traffic to UA‚s e-commerce page.

Launch the campaign
Published
May 2013
Topics

The Story

Under Armour was launching their biggest brand initiative ever, and they turned to Firstborn to bring their "I WILL" mantra to life in the digital space. The integrated work includes a dynamic HTML-based site, a social campaign with companion microsite and online media units. The goal was to raise awareness for UA‚s innovative new product line, directly engage consumers and drive traffic to UA‚s e-commerce page.

We set out to create an experience that lived up to the brand‚s spirit of innovation. The UA athletes and gear needed to take center stage"îso that meant designing an interface that felt natural and unobtrusive. The parallax scrolling effect was crucial to introducing new page elements without taking the user out of the experience. Another goal was getting fans to adopt "I WILL" as a rallying cry. For that we heavily leveraged Twitter and Instagram, populating a social-driven extension of the site with #IWIL

The Technology

  •  

    Social

    Twitter

    Instagram

  •  

    Video

    YouTube

  •  

    Web/Apps

    HTML5

    CSS

    JavaScript

The Results

Seeing how strongly the consumer base connected with Under Armour‚s "I WILL" message made this project a success, especially in the social space. Within the first two months of launching the #IWILL social hub, the site collected over 10,000 pieces of user generated content. The brand was subsequently able to carve out significant category ownership over the #IWILL hashtag on Twitter and Instagram.

10750

pieces of #IWILL UGC

86

seconds on site per average

22

lbs. of pad thai eaten during dev

Launch Date 19 February 2013